Brian Atkins
Alexandria,VA
Summary
Accomplished industry leader with extensive management expertise in staff training, performance evaluation, and continuous improvement. Proficient in financial reporting and budget adherence, ensuring organizational efficiency. Proven track record in evaluating P&L to meet and exceed targets.
Overview
21
21
years of professional experience
Work History
General Manager to Regional Operations Director
Blue Water Development Corporation
Luray, VA
09.2024 - Current
- Direct all aspects of resort management across collection of eight owned properties (Hotels and RV Resorts) within large and diverse portfolio, including but not limited to: lodging, F&B, retail, and recreational activities to drive guest satisfaction and profitability.
- Implement revenue optimization strategies, transient occupancy management, and third-party channels to maximize top-line revenue performance.
- Optimized inventory systems and oversaw retail operations while reviewing BI reports to support revenue-generating decisions.
- Guided and mentored GMs, fostering cross-functional collaboration and efficiency across company departments.
- Championed capital projects in partnership with local government, building community trust and enhancing regulatory compliance through transparent collaboration.
- Maintain health, licensing, and regulatory standards, including pool chemistry and mechanics to maintain operational compliance.
Independent Consultant
Associated Hospitality Archives, LLC.
Alexandria, VA
02.2020 - 08.2024
- Identified challenges and developed targeted solutions for full-service hotels and hospitality organizations, enhancing operational effectiveness.
- Made data-driven recommendations across operations, sales, marketing, and revenue management, supporting strategic decision-making.
- Reorganized sales and marketing departments, led prospecting and lead generation, cultivated client relationships, created digital marketing strategies, analyzed market trends, and introduced shareholders to new platforms and partners.
- Performed purchasing and finance analysis to enhance labor productivity.
- Task-force General Manager at multiple locations, across various brands.
Regional General Manager
First Hospitality Group
Dayton, OH
11.2021 - 09.2022
- Directed regional operations to enhance guest satisfaction and service quality.
- Implemented strategic initiatives to optimize revenue and operational efficiency.
- Managed budgets, ensuring effective allocation of resources across multiple properties.
- Directed operations for Hilton and full-service products across newly acquired properties, ensuring smooth integration and operational alignment.
General Manager
Kimpton Hotels and Restaurants
Washington, D.C.
10.2018 - 02.2020
- Stewarded property and all FF&E, aligning maintenance with ownership expectations until property sale.
- Lead driver of revenue generation through active involvement in daily/weekly business review meetings and STR analysis/reporting.
- Developed annual budgets and business plans, and generated forecasts and reports.
- Analyzed business results and collaborated with leadership team to resolve challenges.
Director of Commercial Services
EOS Hospitality
Washington D.C.
11.2017 - 09.2018
- Served as GM during GM's absence, ensuring continuity of operations and leadership.
- Led selection, onboarding, training, and assessment of commercial services and executive-level management, enhancing team effectiveness.
- Directed the overall group production, achieving 40K room nights and $9.6 million in revenues.
- Directed the overall BTS production, achieving 15K room nights and $4.1 million in revenue.
- Played a role in enhancing revenue per inquiry (RPI) by 29% annually through targeted initiatives.
- Created and implemented commercial services initiatives for rooms and F&B: branding and logos, website, social media, SEO/SEM, print media, property photography, public relations, events and promotions.
- Analyzed competition, market trends, STR, GSS, and TA comments to develop targeted programming that aligned with new audience post de-flagging.
Area Director of Sales and Marketing
Kimpton Hotels and Restaurants/HEI Hotels and Resorts
Alexandria
09.2015 - 11.2017
- Managed sales and marketing division, establishing strategic vision that drove hotel sales generation and revenue growth.
- Responsible for total pod revenues of $37.5 million, split $24.5 million in Rooms and $13 million in F&B.
- Directed group production efforts to achieve 30K room nights and $7 million in revenue.
- Directed BTS production efforts to achieve 19K room nights and $3.7 million in revenue.
- Developed business plans, marketing strategies, operational budgets, weekly/monthly/quarterly forecasts, manager revenue goals and reporting against same to monitor progress.
- Collaborated with Alexandria and Washington, D.C. CVBs to enhance visibility and capture greater market share.
- Oversaw redeployment, selection, training, and assessment of commercial services team to optimize performance.
Multiple Positions
Hilton Hotels and Resorts
Washington, D.C.
03.2005 - 07.2015
- Director of Food and Beverage and Resident Manager, 07/2011 – 07/2015
- Total hotel revenues of $47 million, split $35 million in Rooms and $12 million in F&B. Top ten EBITDA producing asset in Hilton Owned Portfolio.
- Managed workforce of 350 unionized employees, including six directors, 14 managers, and ten supervisors, ensuring alignment with operational goals.
- Ensured that the monthly forecast for both rooms division and F&B were on time and on target for 97% accuracy.
- Oversaw all areas of F&B: FOH, BOH, Culinary, Purchasing, third party contractors.
- Achieved 24% YOY increase in overall GSS and 28% YOY increase in total TMS during first year in position.
- Contributed to Hilton’s Operational Effectiveness campaign, collaborating with corporate leadership and Carpedia consultants to enhance operational strategies.
Education
Bachelor of Science - Hospitality and Tourism Management, Business Administration
Virginia Polytechnic Institute And State University (Virginia Tech)
Blacksburg, VA01-2004
Skills
- Revenue Generation
- Finance and KPI analysis
- Budgeting/Forecasting
- Operational efficiency
- Menu engineering
- Restaurant concepts
- Openings and Transitions
- Project management
- POS Systems
- Microsoft Office Suite
- HRMS
- Guest satisfaction
Personal Information
Relocation: Open to Relocate
Timeline
General Manager to Regional Operations Director
Blue Water Development Corporation
09.2024 - Current
Regional General Manager
First Hospitality Group
11.2021 - 09.2022
Independent Consultant
Associated Hospitality Archives, LLC.
02.2020 - 08.2024
General Manager
Kimpton Hotels and Restaurants
10.2018 - 02.2020
Director of Commercial Services
EOS Hospitality
11.2017 - 09.2018
Area Director of Sales and Marketing
Kimpton Hotels and Restaurants/HEI Hotels and Resorts
09.2015 - 11.2017
Multiple Positions
Hilton Hotels and Resorts
03.2005 - 07.2015
Bachelor of Science - Hospitality and Tourism Management, Business Administration
Virginia Polytechnic Institute And State University (Virginia Tech)